Cross-Cultural Perspective of E-Commerce Website Usability Requirements: Through the Lens of Individual’s Perception

Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 738)

Abstract

Although website usability is one of the prominent factors that determine the success of web-based businesses, extant research on website usability does not focus on the diversity of the users who actually use the website. Drawing on Hofstede’s cultural values and Nisbett’s cognitive style framework, this study proposes that individuals perceive website usability differently. The results from our online survey suggest that users who are more exposed to Western culture are more responsive to personalized and customizable features in B2C fashion websites, since their level of individualism is strongly associated with all aspects of the MUG usability requirements.

Keywords

Cross-cultural usability and user experience E-commerce personalization Microsoft usability guidelines 

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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Department of Computer Information SystemsCalifornia State Polytechnic UniversityPomonaUSA
  2. 2.Department of International Business and MarketingCalifornia State Polytechnic UniversityPomonaUSA

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